Congrats! You've stumbled across my personal rant space. This blog will be dedicated to all things digital marketing for the time being, but who knows what it will evolve into in the future.
Steven Pythas is 20, and a 3rd year student at Monash University studying Business/Arts.

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A Successful Color Switch

If you’ve frequented any social media site within the last 6 months, you may have come across this familiar sight:

Source: Fortafy Games’ Color Switch

For those of you who don’t recognise this picture, this is the home screen of the incredibly popular mobile game: Color Switch. A frustratingly addictive arcade game with over 125,000,000 downloads worldwide. On its release in early 2016, it ranked 1st among all other free-to-play games in over 100 different countries, including Australia, U.S, Canada and U.K.

Now, for such a simplistic and repetitive mobile game created by a colourblind games-developer with zero coding experience, those are some VERY impressive numbers. However, despite Color Switch’s catchy music and addictive gameplay, the app’s success was by no means an accident. Instead, a much more deliberate and forced popularity.

Before the game, Color Switch’s developer David Reichelt was a relatively unknown creator. However, the app’s potential was quickly picked up on by Fortafy Games, the gaming alias of a well-connected Australia rapper with a large online empire. The game was promptly purchased from Reichelt and published by Fortafy, thus beginning the tirade of social media ads, videos, pictures and sponsorships that many of you would come across on Facebook, Instagram, Twitter and various other platforms.

However, one of the more interesting/successful advertisement methods actually turned out to be one of the more subtle ones.

Through the money connections of Fortafy, a large number of famous comedic Vine producers with large active fan bases were sponsored to create videos that included Color Switch somewhere throughout them. The game was never the main focus of these usually comedic-sketches, only featuring for a second at most. However without fail, it would always appear.